Pantene, a brand rooted in hair strength, wanted to play a more meaningful role in the lives of women today. So we ignited a cultural debate around one of the most surprising ways women undermine their own strength: saying "sorry."
There's a small five-letter word that plays a surprisingly significant role in discrediting women's beliefs and actions. That word is "sorry." And 82% of American women say it to be polite, even when they've done nothing wrong.
We ignited a debate by creating a short film "Not Sorry" which dares to ask "Why are women always apologizing." And sustained the conversation through print, social media and a dedicated fund.
"Not Sorry" received 1.1 Billion impressions. Video share of voice (across YouTube, Facebook, Twitter & the blogosphere) skyrocketed from 2.7% to 52.8%. And Pantene's Volume Share Index grew 22.7 points vs. a year ago. What's more, the United Nations recognized Pantene with the "Breaking Gender Stereotypes" Award.
- 1.1 Billionimpressions
- 22.7 point increasein Pantene's Volume Share
- 52.8%Video share of voice